Principles for Fashion
Marketing: Analysis of
Fashion Brand - Provogue
Under Guidance of:
Mr. Sushil Raturi
FMS Dept., NIFT Mumbai
Research & Compiled by:
Anurodh Agnihotri (M/FMS/08/05)
Bhavik Gandhi (M/FMS/08/10)
Namrata Momaya (M/FMS/08/15)
Prachi Jain (M/FMS/08/20)
Sameera Baig (M/FMS/08/25)
Soumya Mishra (M/FMS/08/30)
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Contents Introduction ..................................................................................................................................... 3
Target Customer.............................................................................................................................. 5
Positioning ...................................................................................................................................... 6
Product Mix .................................................................................................................................... 6
Price Range ..................................................................................................................................... 7
Distribution ..................................................................................................................................... 8
Promotion ........................................................................................................................................ 8
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Introduction
The Provogue brand continues to build its strong emotional connection with its customers. The
Provogue’s understanding of what India’s contemporary fashion consumer want and need has led
to the development of in iconic brand, which continues to be our key differentiator in India’s
fashion and lifestyle market.
Provogue always strives to scale up its brand equity through effective brand positioning,
extension of products, expansion of markets and an enhanced store experience. Having
successfully established itself as the brand of choice for youthful fashion conscious customers, it
is now working to keep these customers for life and to win the hearts of new consumers entering
the market for the first time. Provogue is very proud of our brand ambassadors, who are icons in
their fields and who represent the energy, youth and dreams of new India.
Provogue fashions have an enduring appeal across apparel and accessories and continue to
strategically develop and expand the merchandise collections. From a menswear brand,
Provogue evolved in to contemporary fashion house for men, women and the home.
Provogue has got three division:
Provogue is available through 228 outlets in 66 cities across the country. 124 own stores are now
open and are proud of our shop-in-shop partners who have dedicated space to the Provogue
brand. These partners are the leading department stores and specialty fashion formats in India.
The Provogue will continue to roll-out new stores and penetrate more markets to keep ahead of
the new consumption surge that is sweeping the nation and reaching into the smaller towns. If
there is a demand for fashion, Provogue aims to be there first and to win the hearts and minds of
every brand conscious consumer no matter where they live. Provogue also carefully monitor the
performance of the existing shops and are on a continued quest to upgrade our environments and
ranges to meet the needs of every local community.
Shopping at Provogue is not just about buying new clothes – want it to be an experience.
Something to remember … in an inspiring atmosphere that reflects what’s great about new India
and the dreams all share. Store designs and layouts are evolving to reflect a new lifestyle.
Provogue is excited to be a part of any new shopping center that it believes will serve customers.
The new large format stores from 5,000 to 10,000 square feet truly capture the spirit of Provogue
and celebrate being an Indian brand in India at this time in the history.
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Prozone-Liberty is in high gear preparing for launch of the first mall in FY 2010. Construction at
Aurangabad is well advanced and teams are well entrenched in the process of completing India’s
first regional shopping centre in a Tier 2 city. With a local catchment area of over 2 million
inhabitants, a world class retail and entertainment concept will offer a large catchment area in the
State of Maharashtra a chance to enjoy a shopping experience never before seen in this country –
an experience the whole family can enjoy time and time again.
2008 saw the launch of our first two Promart stores in Ahmedabad and Indore. The success of
the concept has inspired us to rollout stores in other cities and we have begun to implement our
scale up plans.
Promart offers the consumer a chance to own valued brands at discounted prices year round. The
Promart concept is a seamless offprice department store housing India’s finest brands in fashion
and lifestyle. Promart is a new environment for customers who “need a bargain” or “want a
bargain” without comprising on the shopping experience. The store is designed to work for
retailers needing a reliable, trusted outlet for off-price merchandise and to inspire customers to
share in the promise of new India.
Promart stores now house more than 100 brands and labels and offer a wide range of
merchandise in men’s, women’s and children’s wear as well as home furnishings and
accessories. Each Promart store is a minimum of 50,000 square feet designed to offer a modern
and rewarding shopping experience every visit. A dynamic mix of events, activities and
promotions will enhance and maintain high footfalls.
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Target Customer
Provogue's product portfolio is designed to express a lifestyle statement and consists of a
wide range of products for customers in the age group of 20 to 40 years old.
The Provogue merchandize is available at Provogue Studio, Promart, & various Multi Brand
Outlet like Shopper’s Stop, Lifestyle, Westside, Globus, Pantaloon, Central, India Bulls &
Brand Factory.
The Provogue studio has its foot print not only in tier 1 cities but also in tier 11 cities, which is
strength for Provogue brand. Very few fashion brand has such kind of coverage in India. Thus
the target customer of Provogue are not only tier 1 cities but also people from tier 11 cities.
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Positioning
Provogue always strives to scale up its brand equity through effective brand positioning,
extension of products, expansion of markets and an enhanced store experience. Having
successfully established itself as the brand of choice for youthful fashion conscious customers,
we are now working to keep these customers for life and to win the hearts of new consumers
entering the market for the first time.
Provogue fashions have an enduring appeal across apparel and accessories and Provogue
continues to strategically develop and expand the merchandise collections. From a menswear
brand, Provogue evolved in to contemporary fashion house for men, women and the home.
Product Mix
Men’s wear
Polynosic Shirts Formal Shirts Linen Shirts
Party black Shirts Printed Shirts Jackets
Sweaters T-Shirts Casual Shirts
Denim Track Pants Formal Trousers
Casual Trousers Cargos Inner wear
,
Women’s Wear
Formal Tops Party Tops Formal Jackets
Casual T-shirts Formal T-shirts Sweaters
Denim Formal Trousers Cargos
Accessories
Perfume Belts Wallets
Handkerchiefs Socks Eye Wear
Ties Caps Shoes
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Price Range
Product Price
Tailored Shirt 1395
Smart Shirt 1395
Fashion Shirt 1295
Printed Casual Shirt 1195
Round neck Sweater 1295
Party wear Jacket 3995
Formal Jacket 3995
Winter Jacket 2895
Pure leather Jacket 3995
Hooded Jacket 1595
Men’s Club wear T-shirt 895
Men’s Fashion T-Shirt 895
Men’s Stripped T- Shirt 795
Men’s Party T-Shirt 695
Men’s Smart Casual 695
Denim Ruf & Tuf 1695
Denim Stretch 1995
Denim Cross notch 1895
Denim Stylish 1995
Cool Denim 1995
Couture Denim 1995
Formal Trouser 1295
Women Denim 1695
Bag- Wash Messenger 1495
Bag- Canvas 1195
Gym Bag 995
Casual Shoes with laces 1685
Black Formal Shoes 1785
Eyewear – Brown 2295
Eyewear – Shades 1695
Eyewear- Smart 1495
Caps 375
Fragrance – Men 225
Fragrance – Women 225
Shower Gel 175
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Distribution
The hierarchy of the Provogue related to distribution is: Store Manager – Area Sales Manager –
Regional Sales Manager – Sales Head – Assistant Merchandiser.
Each Provogue Studio has enough space to keep the stock in order to cope up with the demand.
There are large Provogue Studio which can store enough merchandise, which can support other
Provogue Studio. Whenever the stock is required the Store Manager informs, Area Sales
Manager and Merchandiser, so that they replenish the stock from other Provogue Studio
immediately and later on through Ware houses.
Provogue has its manufacturing facility in Daman, which has a large warehouse.
Promotion
During the year, we have invested intelligently to align the brand with some of the best events
associated with Indian youth including the sponsorship of several of the year's most successful
Bollywood movie releases.
Provogue also continues a strong print advertising campaign in the broadsheet press, fashion,
business and lifestyle publications and magazines. A fresh approach to advertising was initiated
recently by advertising in the in-flight magazines of Jet Airways & Indian Airlines.
Cricket is almost a religion in India. And what better way to relate to our customers than to
connect with this game. Provogue sponsored outdoor advertising for the India-Sri Lanka Test
Series which was held across the country, which not only ensured total coverage of the stadium
audience but also garnered maximum television coverage at no extra cost.
Saif Ali Khan, Esha Deol & Upen Patel are the brand ambassadors for Provogue Men, Provogue
Women and Provogue Accessories.
